Electric vehicle adoption intention in the Himalayan region using UTAUT2 – NAM model

Abstract

Electric vehicles (EVs) can significantly lower transport fuel consumption and carbon emissions. Therefore, the Indian Government is vigorously promoting the adoption of EVs. Himachal Pradesh has become one of the leading states to start the adoption of EVs for public transport in India. Based upon the unified theory of acceptance and use of technology (UTAUT2) and norm activation model (NAM), an integrated model of potential consumers’ adoption intentions was built. A questionnaire survey was carried out among potential consumers in Himachal Pradesh, India. Data were obtained from potential consumers’ (N = 309) and were assessed using structural equation modelling (SEM). The findings show that performance expectancy, facilitating conditions, hedonic motivation, price value, and personal norms have significant positive effects on consumers’ intentions to adopt EVs. However, effort expectancy, social influence, and habit do not significantly impact adoption intention. In addition, the multi-group SEM analysis of different age groups showed significant differences in social influence and hedonic motivations in the path of consumer adoption intention. Finally, implications for policymakers and future research directions are discussed.